Welcome to Startup Life: Unscripted, a newsletter by The Nudge Group, where we feature candid conversations with startup operators about their career journeys and experiences. If you received this email as a forward, you can read all our past interviews and subscribe right here.

From Urban Agriculture to Sustainability-Tech: A Deep Dive into the Eco-Friendly Startup World with Marco Gritti

Welcome back to Startup Life: Unscripted! Today, we're super excited to be joined by Marco Gritti, the Head of Business Development at Bardee, a groundbreaking startup in the sustainability-tech world.

Marco's career journey began at university, where he joined a startup that sparked his passion for leveraging technology to address environmental challenges. This led to his co-founding of the urban agriculture startup, Fifth Harvest, and eventually to his current role at Bardee.

Read on for an fascinating conversation and a deep dive into the interplay between technology and sustainability with Marco. Whether you're an eco-conscious entrepreneur, an aspiring environmental-tech innovator, or just interested in sustainable solutions, this is an interview you'll definitely want to check out!

Key interview takeaways:

💼 Marco's leap into the sustainability-tech space happened during university, leading to co-founding Fifth Harvest and joining Bardee - startups deeply committed to environmental challenges.

💡 He shared Bardee's transformative approach of using insects to turn food waste into pet protein and organic fertilizers, effectively reducing methane emissions and contributing to mitigating climate change.

🎉 The rewards of Marco role? Creating impactful changes in the sustainability-tech sector, contributing to the growth of both Bardee and Fifth Harvest, and working alongside teams that share his vision for a sustainable future.

🔭 Looking to the future, he sees a huge opportunity in the intersection of sustainability and technology, particularly with climate-tech startups and vertical farming innovations.

🚀 Marco's career advice for anyone looking to enter the sustainability and tech-driven startup world: be proactive in asking for help, build relationships and connect with others in the industry, and maintain a balance between work and personal life to avoid burnout.

Hey Marco, it’s great to have you here today! Let's kick things off by hearing what lit a fire under you to dive into the sustainability and tech sectors. Can you talk to us a little about the journey that led you to join Bardee?

My journey into the tech and sustainability sectors began while I was at uni. I had the opportunity to join an early-stage startup that was focused on renewable energy and blockchain. Being a part of that venture opened my eyes to the immense potential of using technology to address environmental challenges.

As I continued to explore this field, I witnessed the remarkable rise of climate-tech startups like Allume, Brighte, and Amber. These companies were disrupting entire legacy markets and driving significant positive change. Their success inspired me to delve deeper into the intersection of technology and sustainability.

After a couple of years working in the climate-tech sector, I took a leap and founded Fifth Harvest, an urban agriculture startup that aims to transform unused urban spaces into productive farmland by deploying vertical farms. The journey of founding a company is a wild mix of highs and lows.

During this time I met Phoebe, the co-founder and CEO of Bardee. We connected over our shared vision of leveraging technology to build a more sustainable future. Seeing the incredible work and impact that Bardee was making in the industry, I was compelled to join their amazing team while still growing my business. Bardee's mission perfectly aligned with my own aspiration and strongly complemented the work I was doing with Fifth Harvest.

Bardee has a fascinating mission to transform food waste into pet protein and organic fertiliser. Can you give us a behind-the-scenes look at how this process works and the sustainability impact it carries?

Absolutely! Bardee's approach to transforming food waste into pet protein and organic fertiliser by using insects is like magic to those who hear it for the first time.

The process begins with the collection of food waste from various sources such as restaurants, grocery stores, hospitals, you name it, almost every industry produces food waste. This waste, which would otherwise end up in landfills and contribute to greenhouse gas emissions, becomes the raw material for Bardee's transformative solution.The food waste is turned into organic fertiliser and protein for animal feed by using billions of black soldier fly larvae who eat through tonnes and tonnes of food waste 24/7.

The impact of Bardee's approach on sustainability is massive. By diverting food waste from landfills, Bardee helps address a significant environmental challenge - methane emissions. Methane is a potent greenhouse gas that contributes to climate change. In fact, it is estimated to be 80 times more potent than carbon dioxide over a 20-year period. By reducing the amount of food waste that ends up in landfills, Bardee effectively minimises methane emissions and helps mitigate the impact of climate change.

You've driven significant growth at Bardee by forging partnerships with big names like Mirvac, Dexus, and Trader House. Can you share more about these partnerships and how they contribute to the company’s vision?

These partnerships are crucial in achieving Bardee's vision of reshaping the global food system. By working together with large businesses, households, and individuals, we harness the power of collective action. Together, we can shift significant amounts of food waste away from landfills and transform it into valuable resources, contributing to a more sustainable and circular economy.

Importantly, these partnerships also contribute to raising awareness and driving behavioural change. By collaborating with well-known and respected companies like the ones you mentioned we are able to reach a broader audience and inspire others to take action.

Through joint initiatives, educational programs, and community engagement, we can educate people about the importance of reducing food waste and provide practical solutions for individuals and businesses alike.

In addition to Bardee, you're also a co-founder of Fifth Harvest, a cool vertical farming startup. Can you explore how your roles in these two ventures cross-pollinate and impact each other?

Firstly, the operational scalability lessons I learned at Bardee have had a direct impact on Fifth Harvest. Understanding how to optimise processes, streamline operations, and identify and address inefficiencies has been crucial for both companies.

By applying these principles to Fifth Harvest's vertical farms, we have been able to maximise productivity, minimise resource waste, and create a more efficient and sustainable food production system.

Secondly, the strategic partnerships I have cultivated at Fifth Harvest have also influenced Bardee. Because they work in the same space, being able to use the relationships I had developed with Fifth Harvest to bring customers across Bardee has been incredibly helpful. These partnerships help us access new markets, secure resources, and drive innovation in our market development efforts.

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• 🚀 Senior Front End Developer - Angular

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• 🔍 Paid Media Manager - Search

• 📱 Paid Social Media Manager

• 📈 Account Director

Speaking of Fifth Harvest, it's exciting to see how it's turning unused space into productive farmland in urban areas. Could you share some of the unique challenges and rewards of working on this project?

It took us about 6 months to really be able to understand the space we were in and uncover the insight we needed to fully understand where and how we could create unique IP.

During that time the hardest thing for me was learning how to create a compelling story, not only for customers and investors but mostly for myself. I knew that unless I wholeheartedly believed in the story I was telling, it would be difficult to inspire others to join our mission.

One of the best tools that helped me create that compelling story comes from Andy Raskin - back in 2016 he published The Greatest Sales Deck I’ve Ever Seen. This article provided practical insights and tools for crafting compelling stories (still does)! Unlike other storytelling frameworks I had come across, this approach was highly actionable and grounded in real-world application.

If you're interested in diving deeper into this topic, I highly recommend reading The Greatest Sales Deck I've Ever Seen article on Medium. Additionally, for those who prefer audio content, I suggest listening to Lenny's Podcast featuring Andy Raskin—it's one of my personal favourites and offers valuable insights into storytelling and sales.

Working in a startup environment requires adaptability and resilience. Can you share a story from your startup journey where these qualities were particularly important?

I will share a story that I think almost every single startup has gone through. In our early days at Fifth Harvest, we developed a go-to-market strategy that focused on targeting independent greengrocers.

We believed that these grocers would be willing to pay a premium for our hyper-locally grown, high-quality produce that lasted longer. Excited about our hypothesis, we created a compelling story, a financial model for potential investors, and a sales deck—all based on our own assumptions.

We then “left the building” and conducted around 60 customer interviews in about two weeks. We realised that our hypothesis couldn't have been further from the truth. It became clear that the independent greengrocers were not our ideal target market.

However, during those initial conversations, we discovered that there was a different segment of the market that was indeed willing to pay a premium for our product. This insight prompted us to rethink and redefine our target market, and we adjusted our go-to-market strategy accordingly.

But this time, we approached it differently. Rather than relying solely on our assumptions, we actively engaged with potential customers, using their language, understanding their pains, and how they viewed the world. By incorporating their perspectives and feedback, we were able to craft a truly compelling story that resonated with the target market we discovered.

This experience is almost a rite of passage for so many first time founders. It's one of those things that you don't fully grasp until you experience it firsthand. Learning to quickly pivot your strategy and adjust your approach based on new information and market realities is incredibly hard because it requires you to let go of your initial assumptions and embrace a customer-centric mindset (much easier said than done)!

You've been involved in various aspects of the business from building partnerships to co-founding startups. What advice would you give someone who aspires to have a similar multifaceted career?

I am probably still too early in my career to give anyone any advice on this but something that I have learnt early on is to never underestimate the power of asking for help. In the startup world, it's easy to assume that successful companies have it all figured out and know exactly what they're doing.

But the truth is, startups are often navigating uncharted territory, dealing with uncertainty, and facing numerous challenges along the way and so they have to ask for help as well!There is an incredible wealth of knowledge and experience out there, just waiting to be tapped into. Mentors, accelerators, and fellow founders who have been through similar journeys are usually more than happy to share their insights and offer guidance.

I've personally experienced the power of asking for help. I remember reaching out to the CEO of a successful Agtech startup in Australia when we needed guidance on the direction of Fifth Harvest.

To my surprise, they were not only willing to listen but also provided invaluable advice that shaped our path forward. It was a moment that reinforced the idea that opportunities arise when we put ourselves out there and seek assistance from those who have walked the path before us.

Building relationships and connections is another key aspect for anyone looking for a more multifaceted career. Many of my roles and opportunities have come from simply striking up conversations with CEOs and founders at events. By showing genuine interest in what they were doing and asking for their advice, doors opened that I never anticipated.

So, embrace the mindset of seeking help, connecting with others, and being open to learning. Don't hesitate to reach out to mentors, attend industry events, and engage with the startup community.

Balancing a fast-paced startup life and avoiding burnout must be quite a challenge, especially when you're driving two dynamic companies. What's your secret to maintaining this balance?

Personally, I've struggled with maintaining that balance. I have always been deeply passionate about the mission of the companies I have worked with so maintaining a balanced life has always been hard for me.

One strategy that has helped me is being proactive about scheduling and prioritising personal activities. I've found that booking things in advance, such as dinners with friends, tennis matches, swimming sessions, or runs with a friend, helps me create dedicated time for myself and for those around me.

By planning these activities a week or so in advance, I can ensure that I have that time set aside and can avoid scheduling work commitments that would conflict with them.These personal activities as non-negotiable commitments, just like any other work-related meeting or task.

By creating boundaries and respecting the time I've set aside for myself, I can better prevent burnout and maintain a healthier work-life balance, or at least try to!

In your opinion, what core skills or qualities would you say are essential for anyone thinking about a career in sustainability and tech-driven startups?

I am going to rapid fire two things that come to mind:

1. Move fast: The startup environment moves at a rapid pace, and being able to adapt quickly to changing circumstances is crucial. Embrace a mindset of taking calculated risks and being comfortable with uncertainty. Sometimes, it's better to ask for forgiveness later rather than seeking permission upfront, as this allows for faster decision-making and progress.

2. Push the boundaries: Startups often challenge the status quo and introduce new ways of thinking and doing things. Having the ability to navigate and influence the existing systems is crucial. Develop skills in change management and understand how to communicate your ideas effectively to stakeholders, whether they are colleagues, partners, or customers. Being able to articulate the benefits and possibilities of sustainability and technology will help drive adoption and create impact.

Finally, what's one piece of insight about working in startups that you wish you had known when you embarked on your career journey?

Embrace the chaos, it's where the magic happens!

Give It A Nudge

On our latest episode, Steve had a fascinating chat with Storytail's Co-Founder, Ryan Hayward, the challenges of product-market fit and effective storytelling. Ryan shares his entrepreneurial journey, from building a freelance business to the birth of Storytail. Check out the video and don’t forget to hit that subscribe button!

And that's a wrap! We hope you've enjoyed this edition as much as we loved putting it together. Stay curious, keep learning, and above all, enjoy the rollercoaster ride that is Startup Life. Catch you in the next one! 👋 Not subscribed yet? Do it here and don't miss out! Subscribe Now.